Analytics Community ALIGN YOUR TEAM S MARKETING WITH THE CUSTOMER JOURNEY JONATHAN MORAN

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1 Analytics Community ALIGN YOUR TEAM S MARKETING WITH THE CUSTOMER JOURNEY JONATHAN MORAN We will be starting at the top of the hour. You will not hear anything until we start.

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4 Agenda Today s Marketing Landscape What are we up against? When did this change? Why is it this way? Four Steps to Align with Customer Journey How it s done. Case Studies Who does it well?

5 TODAY S MARKETING LANDSCAPE

6 Complexity Technology Context Evolution Accountability

7 By 2020, loyalty will be based solely on experience, not on price or quality of product or service. Source: WalkerInfo

8 The challenge to overcome a complex marketing environment in order to meet consumer expectations remains the most disruptive force.

9 The New Marketing Source: 2015 ANA Marketing Disruption Survey Research Report

10 Advertisements today follow consumers around the clock but are they anticipated, relevant, and personal?

11 As a vital response to the disruption, the consumer journey grows more defined but marketers still lack information.

12 Source: 2015 ANA Marketing Disruption Survey Research Report

13 70% Of the buyer journey is complete before you have any direct contact with the prospect. Source: Forbes

14 and it takes place across many channels, devices, and points in time. The question is are you as a brand ready when the time comes?

15 FOUR STEPS TO ALIGN WITH CUSTOMER JOURNEY

16 1. Have a single data hub that can deliver contextual information to front-line brand representatives Ensuring that the right conversation happens at the right time.

17 2. Understand and anticipate customer behavior. Through the use of segmentation, modeling, forecasting, and optimization - in order to predict outcomes.

18 3. Orchestrate the next best action across any channel. To enable true segment of one delivery of messages and offers.

19 4. Accurately measure results to inform future actions. To perform closed loop or integrated marketing.

20 CASE STUDIES

21 BUSINESS ISSUE Needed to improve marketing coordination across web properties, branches, and contact centers Wanted to improve upon rules-driven next best offer program RESULTS 37 percent uptake rate to NBOs extended in branches 60 percent of customers targeted via the contact center accepted an additional product Improve customer interactions by providing the right offer at the right time through preferred channels. " Utilizing big data to identify a range of personalized next best offers for customers has helped deliver $22 million to Westpac s bottom line, its head of customer relationship management reports. another notable impact is that even if customers don t accept an offer made this way by call center staff, Westpac s NPS rises 10 points on the group s average." Karen Ganschow GM, Customer Relationship Management

22 BUSINESS ISSUE Telenor is a leading mobile operator, with over 200 million subscribers. A more systematic approach to using customer insight for targeted marketing was needed to: Increase cross-channel sales opportunities. Reduce customer service costs by reducing unwanted traffic. Position a marketing shift from traditional to digital channels. RESULTS The Automated Sales Tips (AST) program delivers next best offers across all sales channels, backed by a model factory consisting of 70+ analytical models. Offers are returned and served into channel in ½ of 1 second. The AST program is responsible for a double digit revenue increase in We need to understand each individual customer, to make sure the offers we present them are not too general. The models allow us to make relevant offers based on more than just what makes sense for the customer to buy in terms of price logistics. Ketil Sandvand Head of CRM

23 BUSINESS ISSUE Better understand customers and their concerns by automating analysis of call center conversations and social media commentary. Had 10,000 daily service requests coming in. Staff was overwhelmed and decisions were not being made in a timely fashion. The company had no fast way to know what customers were saying on digital and social channels. RESULTS Problems that took weeks to identify and properly train call center staff to anticipate can now be identified in 24 hours. A staff of 5 was previously addressing 20% of all inquiries and service concerns, now a staff of 4 is handling 100%. Marketing offers are fine-tuned for customer retention strategies, and call center staff members spend less time on administrative work and more time with customers. The solution could help pick through diverse descriptions and synonyms and properly categorize them not only predefined keywords, but also automatically recognize that terms like ants race, jolt or flicker are all descriptions of image quality issues. We are able to create fully automated daily reports, which has a direct positive effect on service quality and customer satisfaction. Albert Labermeier Senior Marketing Analyst

24 BUSINESS ISSUE Declining profits and market share Desire to identify and then grow the percentage of loyal, highvalue customers through customized marketing messages. The need to stop marketing products and organize marketing campaigns around customer information and behaviors. Aging infrastructure, a lack of investment in people and technology, and a culture of subject-matter fiefdoms. Disparate systems and disconnected data sets. Too much time spent on tactical operational process versus strategic insight gathering. RESULTS Customer retention has improved by 14 percent. When we bring in new customers, our No. 1 job is to figure out which of them are going to be high value and high loyalty, that is where we are going to focus our time and nurturing efforts. Paul Lazorisak Vice President of Customer Marketing Sales per customer has risen 7 percent. Growth of high-value, loyal customers has gone up 10 percent

25 @jmmoran12

26 The DMA Analytics Community thanks you for attending and invites your feedback and active participation! Next Webinar: 2015 DMA Analytic Challenge: A Recap with the Winners Wednesday, January 13 1:00-2:00 PM EST Register HERE